"“The older millennials will turn 45 this year, and they really are the first generation to grow up with a supercomputer in their pocket. To them, there really is no difference between streaming a video on their TV screen and scrolling video in a feed” says Albert, managing director of YouTube Media Partnerships & Creative Works for Google, during a recent interview."
"“As they grow older, we just don't expect them to consume media the way their parents did.” “As executives from Google and YouTube will make plain during a presentation to advertisers Wednesday evening, now people in older cohorts are well-versed in watching selections on YouTube.”"
"“It's not just the younger audiences that are gravitating to YouTube,” says Albert. “It's really all audiences.” “The aging of millennials can give advertisers new confidence in reaching their target demographics via YouTube, Albert says.”"
"“We know demographics don't age, but generations do. That fact that these really influential consumers are now 45 or younger, in their peak earning years, is a really big deal,” Albert says. “They are filling in that 18 to 49 demo that really was at the heart of TV buying for decades.”"
Older millennials who grew up with smartphones and always-on video habits continue consuming video through YouTube as they age. Streaming on a TV screen and scrolling video in a feed are treated as similar experiences. YouTube’s audience shift is not limited to younger viewers; all age groups are gravitating to the platform. Advertisers gain confidence because generational behavior changes while demographics remain relevant. Influential consumers are now around 45 or younger and are in peak earning years. This helps fill the 18 to 49 audience that has historically driven TV buying.
Read at Variety
Unable to calculate read time
Collection
[
|
...
]